Lecture Notes: Interview with Andrew Kenward, President and CEO of Almost Friday Media

Introduction

• Interviewer: Cameron from Gaming America
• Interviewee: Andrew Kenward, President and CEO of Almost Friday Media
• Discussion Topics:
  • Andrew's background and career path
  • Almost Friday Media's offerings and ethos
  • Relationship with the betting and gaming industry
  • Partnership with BetMGM
  • Future plans for Almost Friday Media

Andrew Kenward's Background

• Started in entertainment during college at the University of Texas
• Worked in music and concert promoting
• Joined C3 Presents (produced events like Lollapalooza, Austin City Limits)
• Decided to pursue a career in entertainment, joined major agencies like CAA and WME
• Went to law school at University of Florida; worked at Grooveshark (a startup)
• Interned at WME, then joined full-time after graduation
• Worked in various departments at WME (music, television, chief of staff position, digital media group)
• Spent 8 years at William Morris Endeavor
• Transitioned to Almost Friday Media

About Almost Friday Media

• Network of digital media brands and accounts on platforms like TikTok, YouTube, Instagram
• Offers merchandise for Friday Beers and other accounts
• Works with various brands (e.g., GrubHub, Dave and Buster's, Alto)
• Ethos: Create content that emphasizes commonality and relatability
• Intended to be a positive space, avoid controversy

Partnership with BetMGM

Background

• BetMGM partnership announced as a major move into the betting space
• Previously engaged in smaller deals with companies like Juice Reel
• BetMGM deal is the first large-scale effort in betting

BetMGM Deal Details

• Focus on creating a lifestyle brand rather than just giving betting advice
• Developed character and brand personas like Dr. Locks to engage with sports bettors
• Emphasize community and shared experiences in sports betting
• Create content tied to relatable cultural moments in sports
• Work on simplifying the betting process for new users

Business Strategy and Growth

Expansion Plans

• Aim to add more digital media brands under the Almost Friday Media umbrella
• Support for niche communities (e.g., lacrosse, hockey)
• Focus on creating merchandise and other monetization strategies

Future Goals

• Continue to build media footprint strategically
• Possibly expand into producing products (e.g., alcoholic beverages)
• Diligent approach in growth and partnership choices

Conclusion

• Almost Friday Media aims to be a comprehensive and supportive network for content creators
• Focus on cultural relevance, supported by a strong community ethos
• BetMGM partnership is a significant move towards integrating sports betting into their content strategy